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Macrowikinomics: Rebooting Business and the World Hardcover – September 28, 2010

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Product Details

  • Hardcover: 432 pages
  • Publisher: Portfolio Hardcover (September 28, 2010)
  • Language: English
  • ISBN-10: 1591843561
  • ISBN-13: 978-1591843566
  • Product Dimensions: 9 x 6.3 x 1.5 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (36 customer reviews)
  • Amazon Best Sellers Rank: #404,176 in Books (See Top 100 in Books)

Editorial Reviews


"MacroWikinomics takes the art of mass collaboration and breaks it down to a science with strategies for the rebuilding our institutions for this time of profound change."
--Lazaro Campos, CEO, Swift

"The MacroWikinomics assertion that 'there has never been a more exciting time to be human' is spot on. The new engine of innovation driven by collaboration, openness, stewardship and the power of the social web gives all of us an opportunity to drive even more rapid, meaningful change across global institutions. This is particularly relevant for the technology industry, which has always been about enabling human potential."
--Michael Dell, President and CEO, Dell inc.

"Tapscott and Williams are the world's foremost thought leaders in the arena where human behavior, digital innovation and societal challenges intersect. Each of us-whether leaders of global institutions or individual citizens of the world-would be wise to follow their counsel as we attempt to mitigate the challenges and embrace the opportunities we collectively face."
Brian J. Dunn, CEO, Best Buy Co., Inc.

"MacroWikinomics connects the big picture of business, culture and society with what is really going on in the trenches of the new digital world. Don Tapscott and Anthony Williams re-affirm their authority by offering facts in the style of demographers and by storytelling in the manner of acute social observers. Leaders of the future must take their lessons on co-creation and authenticity to heart."
--Brian Fetherstonhaugh, Chairman and CEO, OgilvyOne

"When Tapscott and Williams released Wikinomics, it heralded a new era of collaboration -- one that has had a profound impact on how business is done. Now with "MacroWikinomics, they sow how business, government and civil society and people everywhere can leverage technology to work together in new ways to solve the greatest problems of our multi-polar world. Critical reading for those who want to help shape the new agenda."
--Bill Green, Chairman and CEO, Accenture

"Macrowikinomics sets out comprehensively and holistically, what it will take to reset the post crisis world, harnessing the power of the Net and the NetGeneration."
--Ian Hudson, President EMEA, Dupont

"Once again Don and Anthony nailed it. There is no better team to tell us what's coming next. This is a must read if you want to know how mass collaboration in a re-booted world will transform us."
--Jeff Joerres, Chairman and CEO, ManPower

"Like Lewis and Clark for the digital age, Tapscott and Williams have explored the borders, boundaries and landscape of the new interdependent world. They are the cartographers of the 21st century and Macrowikinomics is a map for the transformational voyage we surely must take."
--Kevin Kelly, CEO, Heidrick and Struggles

"A magnificent work, Tapscott and Williams guide us through the labyrinth of a new world where everything is being redesigned by collaboration on the Internet. MacroWikinomics follows the threads of collective intelligence as they reweave the fabric of our institutions."
Kevin Kimberlin, Chairman of Spencer Trask & Co

"A provocative and powerful series of ideas and case studies which challenge every leader to seize the opportunity to "make a difference." The fresh perspectives in Macrowikonomics should inspire all of us to collaborate in new ways to leverage talent and ideas from every corner of the world and develop new solutions to meet the challenges we are facing today."
--Craig Mulhauser, CEO, Celestica

"A Masterpiece. An iconic & defining book for our time. Macrowikinomics shows us a future ready to be shaped (and saved) by a global network of extracurricular thinkers. Once again, Don and Anthony prove that in the new global economy it's much better to throw ideas than to throw elbows. Take heart and take heed, technology has shrunk the world so we can grow it anew. And the seeds are all in here."
--Mark Parker, CEO, Nike Inc.

"Tapscott and Williams have crafted a blueprint to a better world for our children. Macrowikinomics defines the agenda for systemic change we need, and ignore at our peril."
-Kal Patel, Executive Vice President, Best Buy

"Majestic-- breathtaking in its breadth, coverage, and richness of detail. Don and Anthony have taken the trends of collaboration, openness, sharing, integrity and interdependence, and placed them in pragmatic real-life contexts across a plethora of spheres covering government and citizenship, healthcare, education, transportation, media and banking. Thoroughly recommended for anyone who's interested in seeing how the world is changing."
-JP Rangaswami, Chief Scientist, BT Group PLC

"Tapscott and Anthony Williams' insights about the power of collaborative innovation and open systems, and their call to 'reboot' our institutions - usiness, education, media, government - hasn't come a minute too soon. Macrowikinomics inspires by chronicling these pathbreaking developments and pointing the way forward for all of us."
--Eric Schmidt, CEO Google

"A rich and expansive guide to not only adapting to but also mastering our digital future. A must read for any decision maker!"
-Klaus Scwabb, Founder and Executive Chairman, World Economic Forum

"MacroWikinomics underscores the critical importance of transparency, participation and collaboration among business, government and citizens in addressing global challenges like corruption."
Nancy Zucker Boswell, Managing Director, Transparency International

About the Author

Don Tapscott and David Ticoll co-founded the business research and consulting firm Digital 4Sight in 1994. They have written for publications such as The Wall Street Journal, The Financial Times, Harvard Business Review, The Globe and Mail and Forbes and appeared on national broadcast media around the world. Both live in Toronto.

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Customer Reviews

Read this and rework your way of thinking.
Lassi Kurkijärvi
Macrowikinomics is a great aggregation of all the work Tapscott and Williams have developed over the years.
Also the audio for the audio book is SOOO.
A. Mackenzie

Most Helpful Customer Reviews

Format: Hardcover Verified Purchase
Using the power of each of us to solve problems that challenge all of us is the central premise of Macrowikinomics. Tapscott has always been good at spotting, shaping and branding trends and this book is no exception. However, this book repeats and restates earlier ideas rather then moving forward to the next logical question of how we do this.

I am sorry to provide a less than enthusiastic review, as I am sure others will find this book revolutionary. However, I am reviewing the book as someone who wants to learn how to make the changes that Tapscott and Williams advocate in my company and industry.

The authors do cover different industries and mention emerging companies giving the impression that the book breaks new ground. However, readers familiar with Tapscott's other works will find that this book repeats and restates Wikinomics more than it covers new ground. It is clear that Tapscott and Williams are looking at this issue from the macro economic rather than business perspective. Is there microwikinomics in the wings?

The book's structure reinforces this observation as it starts by revisiting the basics of the Wikinomics and the five principles of networked intelligence: Collaboration, Openess, Sharing, Integrity and Interdependence. The authors next concentrate on discussing the complex challenges and industries under threat. These include: Green energy, Transportation, Education, Health Care, Media and Government.

The middle section repeats the same pattern of describing their issue, the inability of modern approaches to address the issue and examples of companies using wikinomics to address the issue which that authors report are too early to be reshaping the world we live in.
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13 of 13 people found the following review helpful By Mark Oestreicher on November 29, 2010
Format: Hardcover
when i read wikinomics (by the same authors) some time ago, it sparked my imagination in multiple ways and had me laying down the book multiple times to write up little ideas that were bursting forth from my brain. and i was hoping for the same with this sequel. that first book was about how a collaborative culture (wiki culture) is reshaping business and other fields. this sequel widens the implications to broader cultural and societal categories. chapters include everything from wiki-government to re-dreaming the publishing industry (and a dozen macro-categories in between). the first two or three chapters had me charged up -- but it was probably more from expectation than reality. problem is: the book is too long and too repetitive. in the end, i was just reading to finish it, and felt the authors showed arrogance in both approach and overstatement.
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7 of 7 people found the following review helpful By Tony J. Ridley on November 11, 2010
Format: Hardcover
A great source of information for the continuing trend (soon to become norm) of collaborative management and the impact it has on modern business. Unfortunately the majority of the book seems to be primarily concerned with validating their previous forecast by making Wikinomics comparisons and analysis to as many main stream industries/sectors as possible.

For me, the best parts of the book (tangible information and something I can immediately apply) can be condensed into about 12 pages.
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5 of 5 people found the following review helpful By Charlotte A. Hu on October 31, 2010
Format: Hardcover
Like so many new media tomes, this text argues that something shocking and catastrophic is happening. While I'm certain the socioeconomic landscape is changing, I'd prefer a description and be let to make my own mind or give a brief commentary at the conclusion.

Instead, I get a nice intro about wiki-style Haiti rescues followed by a pulpit style pounding that I must accept "the times they are a changing."

The author bemoans the financial state of newspaper companies and the loss of print. Yes, paper, like the 8-track and cassette is history. Why cry? It destroyed trees and was limited to one text per book. I can now access hundreds of thousands of the greatest works in human history in a broad range of languages on my laptop. And, the carbon footprint is considerably smaller than the 100s of books I had in my home as a child or a young adult. The new books are searchable, take up no space or weight in my suitcase.

He then moves on to complain about fresh water. What does this have to do with wikis? And didn't STRATFOR id this problem ... a decade ago?

I liked the first book, wikinomics, so I'm really disappointed this one is so preachy. Give me research, not lectures, please.
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5 of 5 people found the following review helpful By Amazon Customer on January 8, 2011
Format: Kindle Edition Verified Purchase
This read to me as an extended magazine article meant for browsing but not consumption. I now know that there is macro-wikinomics activity out there, but I still don't really know what it is or how it works. There are few nuts and bolts in this book.
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6 of 8 people found the following review helpful By Terri L. Griffith on October 8, 2010
Format: Hardcover Verified Purchase
My initial take is that Macrowikinomics is a reference book for the future. Tapscott and Williams provide five principles of wikinomics: collaboration, openness, sharing, integrity, and interdependence (a slight edit from 2006: openness, peering, sharing, and acting globally). They use these principles to rethink possibilities from education and healthcare to government, banking, media, and the environment. They highlight early movers in each of these realms and so give foundation to the reality of their claims. I had seen some of these examples before, but many were new. Perhaps more helpful than the examples themselves were the discussions of the complexities involved in revolutionizing each of the topics. Tapscott and Williams may be visionaries, but they are also realists.

For example, one of their early examples is how Novartis published its raw research data for any research team to use. This data cost Novartis millions of dollars and years of research. The reported thinking is that translation of these results into new medicines will require a global effort. We all benefit as the huge number of leads are reduced by a larger group of participants. Norvartis still has a lead as they saw the data first and didn't include all their notes with the data. They stand to benefit, according to Tapscott & Williams, through increased demand, partnerships, and progress in other areas.

My more reflective take is that organizational leaders will do well to consider Tapscott and Williams' collection of examples and empower their organizations to take part. The question isn't whether or not organizations will take part. All organizations are part of this environment, whether actively or passively.
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